Crompton: Innovation in Anti-dust Fans

Abstract

Crompton Greaves Consumer Electricals Limited (CGCEL) was one of India’s leading consumer electrical companies operating primarily in the Electrical Consumer Durables and Lighting segments, and a market leader in ceiling fans. In 2015, a fresh management team came on board in the form of Shantanu Khosla, Managing Director and Mathew Job, Chief Executive Officer decided to understand the voice of customer to bring in more innovative products. This needed a cultural change in the organization, and the first major product from this change was the anti-dust fan, a ceiling fan that promised a 50% reduction in the extent of dust and grime that accumulated on the fan’s surface.The case study describes how the initial requirement came out of customer surveys and internal workshops. The solution was initially discovered in the form or hydrophobic and oleophobic paints. Eventually, once they had firmed up the financials, they went to market in late 2016 and did so in a very short period with an accompanying marketing blitz. The focus was on the ability to demonstrate the anti-dust properties to the consumer in an easy and visual manner. The case study discusses how the innovation process framework of Crompton was shaped through the anti-dust fans project. Since then, other innovative products, such as the recent anti-bacterial LED lamps, have come out of this new approach to innovation. How should Crompton build on its success in future?